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Graham Soult’s view on what makes a successful independent retailer

Big-name stores are always an attraction in our town centres – but it’s the independent shops that help to keep our region’s high streets fresh and distinctive.

Fortunately, the North East has no shortage of interesting and successful independent retailers. In Morpeth, for example, the family-owned Rutherfords department store has been at the heart of the town since 1846, while in Middlesbrough, the designer fashion emporium Psyche is a rather more recent arrival. Both, however, attract shoppers from far and wide by virtue of their individuality and creativity.

Similarly, head to other parts of the region – whether it’s Barnard Castle, Yarm High Street or Whitley Bay’s Park View – and you’ll come across entire streets populated with delightful independent boutiques, food shops and cafés.

So, against a backdrop of challenging economic conditions and a competitive retail environment, what exactly are the ingredients that mark out a successful independent retailer?

In Stockton, I’ve recently been asking that very question, as part of the judging panel for the borough’s Town Centre Business Awards. As a passionate advocate for thriving high streets, I’m all for celebrating great retailing. My involvement was also an opportunity to find out more about Stockton’s best independent businesses – among them the gift and memorabilia shop Who-ray!, winner of the Independent Retailer of the Year award; and Chocs Away, a traditional sweet and chocolate shop, which we crowned Newcomer of the Year.

Both businesses are located in Silver Street, just off the main thoroughfare of Stockton High Street, but far enough away for them to have to work hard – and creatively – to make an impact. So, how do they manage it?

One of the attributes that marks out both Who-ray! and Chocs Away is the passion and drive of their owners. Proud of their product and loving what they do, it’s an enthusiasm that gives the shops real personality, and helps to create an enjoyable and rich customer experience.

Eye-catching window displays are another strength, complemented by attractive and good-quality external signage. Whether it’s Chocs Away’s ‘candy barrow’ or Who-ray’s Clangers, both shop windows are designed to amuse, engage and catch the eye.

Once inside the stores, there is colour, individuality and really inventive ways of showcasing the products. In Chocs Away, owner Tracy Hart creates a magical world with her Victorian sweet seller’s outfit and 1920s glass-topped counter; in Who-ray!, a door in the back wall is disguised to look like a TARDIS, turning a functional part of the shop into an eye-catching backdrop.

To make sure customers know that they’re there, effective marketing is also key. Both stores have engaging websites, while Who-ray! cross-promotes its high-street shop through its online and Facebook stores. Its regular events are also important, drawing shoppers into Stockton, and increasing the footfall to neighbouring retailers too.

As Stockton’s award winners show, being a great indie retailer is about working hard and working creatively – paying attention to detail, and giving the customer a unique and memorable shopping experience that the big-name stores just can’t match.

This was posted in Bdaily's Members' News section by Graham Soult .